A TV channel receives feedback from the viewers, but it is not continuous. There is a time lag of three months and thus the ratings get affected and in turn the advertising revenues. Zee, therefore, decided to leverage the capabilities of its Technology and Innovation Centre in Bangalore.

Zee developed ScriptGPT in collaboration with OpenAI using 1.3 million variables. These variables include character archetypes, plot twists etc. It was trained on 42000 episodes from channels across Hindi General Entertainment landscape. By April 2024, it would have ingested 100,000 episodes. It also received BARC data, brand track data, content and audience research. Its forecast accuracy is 90 per cent. It has achieved this after multiple iterations.

While it is a challenge to source copious amount of data to build its intelligence, there is an issue of the copyright of the data. They have a team of lawyers to vet the stuff they feed to the model. Of course, the IP rights of the output of the model is still a moot point. The jurisprudence is still evolving.

After a serial gets screened for a few episodes, ScriptGPT can be questioned about the suggestions to alter the show so as to improve its ratings.

ScriptGPT facilitates the understanding of characters, stories. plots and twists that the audience seeks.

There are efforts to use the model to generate a full movie script. That is worrisome for the script writers. However, they can upskill themselves in AI technology so that their jobs do not get affected.

ScriptGPT makes you alive to what works and why it works. It brings the organisation closer to the audiences.

Media firms can use AI tools to edit and dub the videos and films.